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The authors intend to contribute to the lack of information about corporate social responsibility (CSR) in sports verified in the literature. The main purpose is to understand what the supporters' perceptions of CSR practices in sports clubs are and how these initiatives influence some of their attitudes towards the clubs they support.

Using a total sample of 142 supporters, the study hypotheses were tested with PLS-SEM structural equation modeling.

The authors conclude that CSR initiatives have a positive influence in the supporters' perception of the club and contribute to the positive word-of-mouth communication about the club. The results also show that these initiatives do not have a significant influence on the supporters' intention to become or remain paid members of sports clubs.

It should be noted that research on CSR in the national sports context is scarce, which increases the importance of its contribution to the literature in this area.

Turnover of employees is a key challenge for companies. The same is true for sports clubs that must set appropriate incentives to decrease their athletes’ turnover intention. As salary caps and team budgets restrict monetary incentives, the purpose of this paper is to investigate the effect of organizational support on turnover intention of professional team sports athletes.

The paper applies a combined approach of qualitative and quantitative research and considers the specific requirements of European professional team sports. First, a qualitative study investigates organizational support in team sports and identifies relevant non-monetary incentives. Second, a quantitative study tests the effects of the identified organizational support incentives on turnover intention using a unique data set of professional team sports athletes. Third, a moderation analysis measures possible effects of age.

Through the qualitative study, three relevant non-monetary incentives could be identified in the context of professional team sports: integration of family (IOF), second career support, and private problem support. The subsequent quantitative study of football, ice hockey and handball athletes assesses the effectiveness of the identified incentives. All three incentives negatively influence athletes’ turnover intention, while IOF has a substantially stronger negative effect on turnover intention for younger athletes.

The findings indicate the importance of organizational support to decrease athletes’ turnover intention. Although money is relevant, sports clubs also need to address non-monetary incentives to decrease their athletes’ turnover intention.

This study examines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.

The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.

The findings indicate a positive relationship between internal marketing and employees' entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.

The results suggest a higher level of market orientation in the organization can increase teamwork and, consequently, entrepreneurship development among employees. This is important in sports clubs as employees have a significant role in the success of the sports club. Club employees' satisfaction, generated through internal marketing, provides is a prerequisite for customer satisfaction. This therefore creates an environment supportive of entrepreneurial orientation in the club.

This paper aims to clarify the extent to which youth sports clubs guide their coaches to recognise health promotion as a part of the coaching practice. The guidance activity of clubs is seen parallel to internal organisational communication.

A survey of 93 (from 120, 78 per cent) youth sports clubs in Finland was carried out, and a total of 273 sports club officials acted as respondents. The clubs' guidance activity was examined under three domains: sports performance time, non‐performance sports club time, and health topics.

In general, youth sports clubs were passive on guiding their coaches on health promotion. Guidance activity was evident concerning actual sports performance time, whereas non‐performance sports club time received much less attention. Health topics were guided to a varying degree in that the clubs had been active in guiding the coaches on topics such as the risks of being physically active when ill, injury prevention, and sleep/rest, whereas topics such as nutrition and the use of various substances were much less acknowledged.

The study limitations relate to self‐reported data, and the complexity of assessing sports clubs. As one of the first studies in the area, all the measurement instruments and methods were created from the outset. Therefore, further studies are required for validation purposes. Despite the limitations, this study provides pioneering baseline information.

The results indicate that youth sports clubs are still discipline and competition oriented. Health promotion guidance especially regarding non‐performance sports club time and several health topics needs to be addressed by the clubs in order to meet the clubs' own health‐related intentions.

These findings are unique in this relatively new setting for health promotion, and they can act as a baseline for research methodology development and further studies.

The segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer segmentation first occurred in the early 2000s, but no studies exist based on internal data from season ticket holders, an attractive and loyal customer group which is the most important customer for professional sports teams. Thus, the purpose of this research was to fill this gap in the literature through a sequential study of season ticket holders of a professional sports club.

Study 1 employed six focus groups (n = 56) to determine the constructs, understand the issues, and sequentially inform the survey instrument for the second study. Study 2 used an online survey (n = 1,007) to collect data on factors including socio-demographics, consumption, media engagement, fan satisfaction, future intentions and sports fan motivation.

The results identified the engagement factors and selection variables which drive season ticket holder purchase and allowed for the segmentation analysis, which identified fourteen unique fan segments for a professional sports club, generalizable to other clubs.

The identification of 14 segments of season ticket holders based on a sequential study framed by the sports relationship marketing model is a needed contribution for practice (i.e. a specific direction on how to efficiently allocate resources when marketing to season ticket holders) and advances our conceptual knowledge by applying the model to the context of the most loyal customers in professional sports season ticket holders.

Alcohol stands in an ambiguous relationship to sports, and there is a common belief that participation in sports prevents alcohol consumption. Although this is not always the case, sports clubs can be important settings for health promoting alcohol policy interventions .The purpose of this paper is to explore the process of implementing alcohol policies in eight football clubs in Sweden and, in particular, how the implementation process is conveyed in the clubs’ alcohol policy projects, the similarities and differences between this case study and Durlak and DuPre's implementation model and the recommendations for successful alcohol policy implementation in relation to the result.

In total, 15 semi‐structured interviews on the subject of sports’ club alcohol policies were conducted with project leaders and board members from eight sports clubs. The interviews were analysed using Durlak and DuPre's model of factors affecting implementation processes.

The results show that almost all the factors in Durlak and DuPre's model were comprehensively manifested in the football clubs’ alcohol policy projects, although with slightly different significance and emphases.

The results are discussed in relation to recommendations for successful alcohol policy implementation in sports clubs. Recommendations are presented in six areas: an explicit message; fit; internal policy dissemination; alcohol policy as a part of overall policy; support; and actors.

Many sports clubs do an excellent job of implementing alcohol policies successfully and it is imperative to incorporate their “good” practices into research and provide assistance to those whose policies and practice are less developed.

Since the appearance of Simon Rottenberg's seminal paper on the baseball players' labour market in the Journal of Political Economy (1956), the literature on the economics of professional team sports has increased rapidly, fuelled by major changes in the restrictive rules which had pervaded these sports, themselves a consequence of battles in the courts and the collective bargaining arena. These changes have not been limited to North America, to which most of the literature relates, but also apply to Western Europe and Australia in particular. This monograph surveys this literature covering those various parts of the world in order to draw out both theoretical and empirical aspects. However, to argue that the existence of what is now an extensive literature “justifies” such a survey on professional team sports clearly begs a number of questions. Justification can be found in at least two major aspects.

The study advances brand association research into participatory sports (i.e. fitness) by examining health club related dimensions and extending research into the United States (US). Data were collected from health club members (n=148) at a branded US fitness facility. Factor and regression analyses used specified brand association dimensions and revealed a predictive model of brand loyalty. Findings and discussions will assist fitness managers in brand-building, marketing strategies and member retention.

Financial problems of football clubs during economic crises (such as COVID-19 pandemic) highlight the necessity of achieving economic sustainability. In addition, the economic sustainability of football clubs is accepted as a principle of the development of sports business. Therefore, it is reasonable to conduct a study with the aim of examining economic sustainability in the field of sports club management.

The present study adopted a qualitative approach to research and used semi-structured interviews in order to develop a framework for the economic sustainability of football clubs. A total of 13 members of football clubs in the Iranian premier league participated in this study.

The findings highlighted the fact that a number of factors, including media and social networks, entrepreneurship and development of club business, commercialization of the club, privatization, investment and ownership, strategic communication plan, financial management and management instability, promoted the economic sustainability of football clubs and improved their financial performance.

This study highlighted the importance of the changes in the structure of football clubs and the strategic plans for promoting entrepreneurship and commercialization. Moreover, it underlined the major role of the environmental and management components of football clubs in their financial sustainability.

Rugby union’s late move to professionalism in 1995 has led to concerns about the financial development of the game. The purpose of this paper is to extend the knowledge base on professional team sports in the UK by analysing the financial and sporting performance of rugby union clubs.

Data were obtained by dissecting the annual accounts of nine English Premiership rugby clubs between 2006 and 2015. Analysis was performed using the performance assessment model, which analyses both financial and sporting areas of performance and is devised through statistical analysis procedures to provide a holistic measure of overall performance for each club.

There is financial disparity amongst clubs that has widened over the period of the study. In terms of sporting performance, the data suggest that competition is more equal, something that is less evident in other UK professional team sports such as football and rugby league. Correlation analysis reveals that overall performance varies over time in cycles.

The study has implications for the clubs competing in the English Premiership and for the league organisers themselves, particularly with reference to regulatory procedures such as raising the salary cap and increased broadcasting deals.

The paper has demonstrated the importance of balancing multiple performance objectives in professional team sports and has expanded the academic discussion on the financial health of professional team sports in the UK, particularly with reference to the financial health of rugby union where research has historically been scarce.